Making the Most of Your CRM with Marketing Services

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07/18/2019 in Blog

A CRM system can be a worthwhile investment for healthcare marketers, helping them identify the most valuable marketing opportunities, so that they can execute strategic, highly personalized campaigns while continuously tracking and optimizing their success.

Although implementing a CRM will ultimately create some efficiencies, at the end of the day, it takes a lot of work. In many cases, busy healthcare marketers lack the time and resources to make the most of their CRM.

The truth is, CRM isn't merely a marketing tool — it's an encompassing marketing strategy that requires time, expertise, careful planning, and constant communication between critical healthcare stakeholders. In light of this, we're taking a look at the skills, roles, and strategies needed for the most important stages of CRM deployment, so that as a healthcare marketer you can build the team needed to drive ROI.

Discover Your Biggest Opportunities to Drive Value

One of the most attractive features of a CRM is the ability to do more with less. You can save time and increase value by identifying the service lines that translate into more conversions, more consistently. Then, you can hone in on the most significant opportunities to drive more conversions at key touchpoints.

But how can you accomplish this? The process involves using your CRM software to carefully profile consumers in the market, using attributes such as demographics, geography, psychographic traits, condition, and activity level. Those profiles are then used to uncover ideal marketing targets, so that you can develop personalized, group-level messaging.

To succeed in this data-led strategy, your team needs the skills to match.

Skills and roles needed

Because this work is insights-driven, you need team members who are adept at data extrapolation and predictive modeling within the CRM, enabling you to develop sound strategies from grounded research. At the same time, team members should be comfortable analyzing and combining data from disparate sources, such as EHRs, accounting and revenue sources, and market data sources, to ensure that your insights are both comprehensive and robust. Usually, these roles include an adept IT lead (ideally a data engineer) and an experienced revenue cycle lead. The stronger the expertise, the more valuable their strategic contributions.

That said, marketers are increasingly able to handle this step themselves with the advent of customer data platforms (CDPs). Instead of manually gathering data from siloed sources, marketers can now glean actionable insights from real-time data in just a few clicks.

Build and Implement a Multi-Channel Strategy

Once you have your targets in mind, you need to build a campaign strategy that speaks to consumers across multiple channels. This requires not only determining which channels convert most consistently and most profitably — largely a job for your in-house data analyst — but also crafting relevant content that engages consumers, enticing them to take action.

This job takes one part data-driven analysis, two parts creative. First, you need to uncover which content types and topics resonate with consumers. Does your audience prefer articles, videos, or webinars? What about condition explainers, guides to navigating treatment, or personal success stories? Data aside, the art of showcasing your distinct brand in an emotive, informed, and caring voice — like it's coming straight from the provider — takes vision and experience.

Skills and roles needed

The key to successful CRM-driven healthcare marketing lies in building on the insights from the data analyst and crafting that into an actionable strategy. Once the data analyst has read the tea leaves and shared what they reveal, the marketing strategist creates a plan to act on those insights, figuring out spend on various channels and timing execution accordingly. A content strategist and creative team complement the marketing strategist and build the conversion-boosting content to realize a specific strategic vision. Successful marketing thus depends on a three-pronged approach: collecting and analyzing the data, developing data-driven, customer-centric marketing strategies, and implementing those strategies with the help of creative services.

Optimize Your Strategy and Communicate Value

Of course, you need to continually track and modify your efforts to build upon successes and rethink less productive avenues. At the same time, you need to communicate these developments regularly with numerous internal stakeholders — from revenue cycle and marketing executives to the health-system CFO — ensuring not only that campaigns align closely with business goals, but that your marketing department continues to secure the financial support it needs. Both of these tasks require a particular blend of skills: an ability to not only drill down into gritty details and develop fresh insights but also to communicate those details in the high-level language of business.

Skills and roles needed

Healthcare marketers need market analysts who can investigate new opportunities and segments for growth and digital marketing analysts who can sift through campaign metrics to determine what performs best. They also need project managers, who bring all hands on deck in concert and keep everyone focused on their objectives.

Remember: Marketing hits the mark when you have delivered the right message to the right person at the right time. Key performance indicators measured across channels can give all stakeholders a ringside seat, and those data points can be procured by market and digital marketing analysts.

Sourcing Your Marketing Team

Finding the right blend of skills and roles can be difficult, especially under tight financial constraints. While some healthcare enterprises have these skills under one roof, others opt to either hire or partner with an outside agency.

Each strategy has its benefits. It can be attractive to source talent for a long-term role, as these marketers can grow alongside your health system. On the other hand, marketing services often make both financial and logistical sense, as such teams come ready with the expertise, breadth of skills, and project management experience needed for CRM campaigns to succeed. Plus, these services can be expanded or curtailed at a moment's notice to suit the changing needs of your organization or even a particular campaign.

A CRM system can be a valuable tool for any healthcare marketer. But to drive the most ROI for your investment, you need to come armed with the skills and experience needed to effectively execute CRM campaigns. At the end of the day, that involves selecting the right team to accomplish the task at hand.

Interested in leveraging marketing services to identify strategic opportunities, execute highly personalized campaigns, and optimize your performance? Get in touch with our Marketing Services team.